Dairy drinks are well placed to capitalise on the rise of «benefit stacking», thanks to their strengths in gut health, immunity, bone health and protein nutrition, DairyReporter reports.

Key points:

  • according to Mintel, 27% of European dairy drink and dairy alternative launches carried a functional health claim (17% in 2023);
  • immunity and bone health are the most common claims;
  • 30% of UK consumers are interested in milk tailored to their life stage, and 25% in milk with added fibre;
  • experts see potential in dairy-based meal replacement drinks, including for people on GLP-1 drugs.

Functional claims become the norm

As manufacturers adapt to shifting consumer priorities in the era of glucagon-like peptide-1 (GLP-1) drugs, functional claims are increasingly common among new launches.

Recent examples include Dedcalm, a dairy energy shake brand launched by the former head of FrieslandCampina UK&I, and Golden Milk, a turmeric wellness product from UK-based Tom Parker Creamery.

Mintel data show that in the year to September 2026, 27% of European launches of white milk, flavoured milk, drinking yoghurt and liquid cultured milk, and dairy alternatives carried a functional health claim, up from 17% in 2023.

Alice Pilkington, associate principal for food and drink at Mintel, said growing consumer interest in life-stage nutrition and, in particular, fibre presents an opportunity for benefit stacking in dairy drinks.

«30% of UK consumers would be interested in milk with added health benefits tailored to their lifestage (e.g. menopause, senior), 25% in milk with added fibre», she said.

«Nevertheless, brands risk overwhelming consumers with too many claims if they seek to solve multiple consumer outcomes within one product. Thoughtful formulation will resonate, attempting to kill too many nutritional birds with one stone will not».

Immunity, bones and protein

Mintel’s latest report recently showed that category blurring is reshaping food and drink development, as consumers increasingly choose products with broader wellness goals such as sustained energy, better sleep or weight management.

«Functional claims relating to immunity and bone health are the most common functional claim in the year to September 2026. Immunity claims are often related to vitamin D and B-vitamin fortification, whilst bone health claims link to dairy’s inherent calcium content (and the fortification of dairy alternatives with calcium)», Pilkington said.

She added that dairy’s natural protein content has also driven growth in weight management and muscle development claims, as brands tap into the ongoing consumer focus on protein.

Digestive benefits

«Meanwhile, brands are also leaning more heavily on fermented dairy’s digestive benefits, 7% of dairy drinks launches possessing a digestive health functional claim in the year to September 2026», she said.

«In Germany, almost 70% of consumers say they have experienced a digestive health condition in the six months to February 2026, whilst over 40% plan to manage their digestive health more proactively, pointing to these products finding a receptive audience».

Meal replacement drinks and GLP-1

Pilkington also highlighted the growing opportunity for dairy-based meal replacement drinks, a category increasingly entering mainstream retail.

«Not only can these drinks position themselves as a convenient, nutritional boost, they also hold potential to tap into growing consumer focus on nutrient density», she said.

«This is particularly pertinent for those taking GLP-1 weight loss drugs or those on weight-loss journeys more broadly, given the importance of nutrient density in order to reduce the risk of muscle loss and ensure these consumers do not become malnourished».

US dairy brands are already showing what this could look like, she said, citing Oikos Fusion, whose dairy drinks feature a patented blend of whey, leucine and vitamin D designed to help build and retain muscle during weight loss.

Fibre as a natural fit

Other suppliers also see dairy drinks as a natural vehicle for multiple health benefits, given their strong nutritional credentials and everyday consumption.

Linnaea Peterse, Dairy Food Category Development Manager at Tate & Lyle, agrees that dairy drinks are well positioned to capitalise on these trends.

«Formats such as drinkable yoghurt, flavoured milk, and fermented dairy beverages are already associated with nutrition and satisfaction, while offering convenience and portability», Peterse said.

«That makes them an ideal platform for added benefits such as protein, fibre, or sugar reduction, if these feel like a natural extension of the product».

«Fibre connects multiple needs, particularly digestive health — a leading driver of functional food and beverage choices globally — and fits naturally with fermented dairy formats. Consumers already see yoghurt and fibre as working together to support gut health, reinforcing the credibility of fibre-fortified dairy drinks», Peterse said.

Source: DairyReporter